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H&M is Working on a Mysterious New Brand

H&M is looking into new store concepts and may launch an all-new brand that’s nothing like its flagship label.
H&M store | Source: Shutterstock
By
  • Bloomberg

STOCKHOLM, Sweden — H&M is looking into new store concepts and may launch an all-new brand that's nothing like its flagship label.

The upcoming concept could be introduced in 2017 and "will be completely different from H&M," Chief Executive Officer Karl-Johan Persson said in an interview. It won't be similar to H&M's sister brands, either, he said.

H&M already boasts a hefty stable of lesser-known, complementary brands. COS is H&M's slightly more expensive, minimalistic counterpart beloved by fashion editors. & Other Stories started as a beauty shop before expanding into clothes, shoes, and bags. Monki aims to attract young women with eclectic tastes. Weekday fancies itself a purveyor of modern Scandinavian style. And Cheap Monday is an edgy fashion label with roots in denim. They exist to allow H&M to "offer a variety of different styles and trends at different price points," Persson said.

The last time H&M launched a new type of store was in 2013, when & Other Stories opened its debut shop filled with maxi dresses, high heels, and satchels on London's Regent Street. & Other Stories now boasts more than 20 stores in 10 countries and has featured collaborations with such designers as Clare Vivier, Vika Gazinskaya, and Sadie Williams.

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The company doesn’t break out sales numbers for its individual brands. On a conference call with analysts on Thursday, Nils Vinge, who heads H&M's investor relations, said the retailer has plans to expand its smaller labels. “It’s primarily Cos, & Other Stories this year,” he said. “But we’re also looking to speed up Monki... and Weekday.”

As for the potential new brand, Vinge said there’s a department within H&M that’s “looking into new things all the time.” He also acknowledged that there are “some concrete things” currently under consideration.

By Kim Bhasin, Amanda Billner, Niclas Rolander; editors: Katie Drummond.

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